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Apple Inc. / Created via Midjourney
1976-1980
Apple’s first slogan used a tech pun to market the launch of their first computers. “Byte into the Apple” targeted early tech adopters when the Apple I and II. The campaign helped launch the personal computer revolution.
1984-1992
Introduced around the Macintosh launch, “The Power to Be Your Best” positioned Apple’s computers as tools for personal empowerment when the PC era was on the rage. The campaign targeted everyday people, showcasing ease of use over technical know-how.
1984
Used for the Macintosh launch to position it as a user-friendly alternative to IBM machines. The slogan challenged the perception at the time that computers were only for technical experts.
1997-2002
“Think Different” was created after Steve Jobs returned to Apple. It’s the company’s most well-known slogan and campaign in its history. The campaign celebrated innovators and creatives. It helped rescue Apple from near-bankruptcy by reestablishing its brand identity during a crucial turnaround period.
1998
This slogan, representing Apple’s design renaissance, accompanied the colorful iMac G3 launch. The slogan playfully wordplayed on Descartes’ philosophy.
2001-2002
Promoted iTunes and Apple’s digital hub strategy as MP3s gained popularity. “Rip. Mix. Burn.” positioned Apple at the forefront of the digital music revolution. The slogan received heavy criticism from the recording industry.
2001-2004
This slogan was used to launch the iPod, highlighting its benefits. The slogan emphasized portability and storage capacity, as most MP3 players held only a dozen songs.
2006-2009
Featured in the “Get a Mac” campaign with Justin Long and John Hodgman, “Hello, I’m a Mac / And I’m a PC” humanized the two computers. These ads contrasted Apple’s cool, creative image against PCs’ perceived business-oriented rigidity.
2007
“Say Hello to iPhone” was the slogan used for the iPhone’s groundbreaking debut, presenting it as both revolutionary and approachable. This slogan introduced the device that would make Apple the most valuable tech company on the planet.
2009-2011
This slogan highlighted the iPhone App Store’s growing ecosystem and versatility. Apple trademarked “There’s an App for that” as apps became a central selling point for their flagship product.
2010
Launched with the iPhone 4’s Retina display and redesigned form, the “This Changes Everything. Again.” slogan emphasized Apple’s continuous innovation while acknowledging the original iPhone’s transformative impact.
2014
“Big Than Bigger” introduced the larger iPhone 6 and 6 Plus models. This cryptic phrase suggested these phones offered more than just increased screen size at a time when Apple was competing with Android, which had larger displays.
2015-present
As one of Apple’s newest slogans, “Shot on iPhone” shows real photos taken by iPhone users. This ongoing campaign demonstrates the camera’s professional-quality capabilities via user-generated content.
2023
Revived for the Apple Vision Pro launch, “Think different. Again.” connected Apple’s new spatial computing platform to its innovative heritage. The slogan deliberately echoes Jobs’ original mantra to position Vision Pro as the next revolutionary Apple product even though the product failed horribly.
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